Risalvato said Lukoil charges its retailers 5 cents to 20 cents more per gallon than other fuel companies, leaving the Lukoil station lessees with two choices — charge customers more or sell gas for less than they are paying for it.

The 8-bucks-a-gallon brought a whole new meaning to the phrase, "pain at the pump."

Risalvato acknowledged no one would buy $8-a-gallon gas, but said the protest was necessary to get Lukoil to take notice. He said Lukoil officials headed off a similar planned protest two weeks ago, but want to wait at least three months to devise new pricing policies.

"We’ll do this every month if we have to," Risalvato said.

He said Lukoil customers who pulled in to fill up today would be alerted to the high price of the gas, to "make sure nobody buys it by accident."

"My fear is somebody doesn’t see the sign and they get a bill for $100," Risalvato said. "They’re gonna freak."

View full sizeJohn O'Boyle/The Star-LedgerSal Risalvato (center) executive director of the New Jersey Gasoline, Convenience and Automotive Association speaks during a press conference at a Lukoil gas station in South Plainfield.

In a statement to media outlets, Lukoil said it values its network of independent dealers, adding: "We deeply regret that the NJGCA, a trade lobbyist, has apparently encouraged public misstatements and ill-conceived actions which harm consumers, rather than engage in constructive dialogue."

Khalid Zackria runs the Lukoil station on Stelton Road that posted the $8.99 gas price today. The day before, gas was $3.89 a gallon.

Zackria said his cost is $3.78 a gallon — before he makes a cent of profit — and the Raceway down the street charges $3.77.

"How can I survive?" Zackria asked.

During a news conference from Zackria’s Lukoil station, a retailer held up a sign that read: "MY CUSTOMERS CAN’T AFFORD MY GAS PRICES. NEITHER CAN I!!"

Many of the Lukoil retailers, including Zackria, previously ran Mobil stations that were taken over by Russia-based Lukoil.

Zackria said he used to sell 500,000 gallons a month and now sells 70,000.